The toy industry will reveal at its annual trade show starting Feb. 12 that the new Elmo’s name is T.M.X., a nod to his moniker Tickle Me Elmo, as well as his 10th birthday. The plush toy will cost about $40, compared with his previous recommended retail of $29.99. He will require six AA batteries (included).

But that’s about all that is known.

Elmo’s new identity is shrouded in the kind of secrecy typically reserved for the latest Harry Potter book or iPod. His full, furry self won’t be revealed until T.M.X. hits store shelves in September. The delay is unprecedented, toy experts say.

Source USAToday

Order Elmo TMX